本課程目的在於讓研究所同學瞭解行銷研究之程序與方法，除了介紹行銷研究之設計、問卷資料搜集外，還要研讀行銷管理之相關期刊文獻外，範圍包括：消費者行為、網路行銷、策略行銷及國際行銷等相關領域，透過專業期刊文獻的研討，訓練研究所同學的相關行銷研究執行與分析能力。The purpose of this course is to allow fellow students in the institute to understand the procedures and methods of marketing research. In addition to introducing the design and question paper data collection of marketing research, it also needs to study related journal articles in marketing management, and its scope includes: consumer behavior, online marketing, strategic marketing and international marketing. Through the research and discussion of professional journal articles, we will train the relevant marketing research implementation and analysis capabilities of fellow students in the institute.
1. 吳萬益、林清河，行銷研究，華泰書局。
2. 莊立民、王鼎銘著，企業研究方法，雙葉書廊。
3. 陳苑欽著，多變量分析，雙葉書廊
4. 周文賢著，多變量統計分析，智勝文化出版
1. Wu Wanyi, Lin Qinghe, Marketing Research, Huatai Book Bureau.
2. Written by Zhu Limin and Wang Dingyan, corporate research methods, dual-ye library.
3. by Chen Yuan, multi-variable analysis, double-yeli library
4. Zhou Wenqian, multi-variable statistical analysis, smart culture publishing
| 評分項目 Grading Method | 配分比例 Grading percentage | 說明 Description |
|---|---|---|
| 上課閱讀報告上課閱讀報告 Reading report in class |
30 | |
| 課堂作業課堂作業 Classroom Works |
30 | |
| 期末報告期末報告 Final report |
40 | 寫出一篇期末報告，結合理論(行銷、策略、及國際管理等相關領域)與多變量統計分析方法，包括：研究問題、研究架構、研究假說、研究方法、參考文獻等。 |
